Canada (English)
Home Case Studies Driving subscription sales ten-fold

Driving subscription sales ten-fold

This entertainment client had been struggling to drive point-of-sale subscriptions from their channel partner sales reps for the past few years.

Impact

By remaining a neutral party between two clients, the entertainment client and telecom client both saw an increase in sales by all agent groups.

Industry

Communications, media, and entertainment

Problem space

Sales team motivation

Channel engagement

Services

Communications

Contests and incentives

Rewards marketplace

Technology

DayMaker

Focus

This entertainment client had been struggling to drive point-of-sale subscriptions from their channel partner sales reps for the past few years. Their telecom partners would not share sales performance by their agents, so when running incentives, they could not measure whether or not their focused incentive efforts were really driving incremental subscription sales. Most incentives were a standard “do this, get that” format that focused on the easy-to-sell, margin movie package. Ideally, the client wanted the agents to really focus on their branded stand-alone a la carte package that was of much higher value and margin.

Engage

We proposed a neutral role as we were a strategic partner in the rewards and recognition space with our client’s telecom partner. The telecom trusted us with their data, rewards and recognition strategy and solutions. We leveraged this relationship to develop an incentive that could help to drive incremental growth.

We reviewed the previous data performance and created an incentive that incorporated stretch-based step-it-up goals for sales that earned game plays and award points, stack rankings contests to drive competition within the various agent channels, and on-the-spot cards to award to agents that registered for their edu-marketing platform during on-site visits. We designed all of the creative communications to help spread the word and drive excitement. We then implemented the incentive on the telecom partner’s rewards and recognition platform and loaded progress updates twice a week to ensure agents knew how they were tracking towards their goals.

Reward

  • 10x increase in average subscription sales by sales reps
  • 1,422% increase in high-margin subscription packages
  • 1,000+% increase in agent registration in the edu-marketing platform
  • An increase in sales by all agent groups, no matter the channel, location or focus

Thought Leadership

Learn from the best. BIW thought leaders bring you a deeper look at the business of inspiration.

  • A woman and a man look at a laptop together next to text that reads: Dont ask what people want. Design something worth working toward.

    Article

    The problem with money

    If you’re driving to a business outcome, the question to consider could be, Think about the last time you were inspired. What did it feel like? Where were you? Can you remember any details? Inspiration creates a sense of urgency and excitement. It’s a hopeful state of possibility about the future. It’s emotional. Inspiration is […]

  • Five colorful backpacks—yellow, orange, blue, and red—are lined up on the ground against a dark, blurred background, suggesting a school or urban setting.

    Article

    How merchandise inspires action and strengthens brands

    It’s important to take a strategic approach to merchandise and awards, ensuring that every award serves a purpose, reinforces action, tells a story, and creates lasting connections between the recipient and the brand. Incentives only work when they inspire action. Whether engaging employees, customers, or partners, the first question to ask is, “What’s in it […]

Share this resource

Related research

View all thought leadership
A woman with curly hair and glasses rests her chin on her hand beside a large purple question mark. The text reads: Are your channel engagement incentives changing behavior or only rewarding the final result?.

Article

Winning channel partner mindshare

Partners don’t necessarily need more motivation. They need a reason to put you ahead of everything else competing for today’s attention. That changes the job of a channel program. The goal isn’t simply to compensate performance after it happens. The program has to help create preference before the revenue is there to reward. The hidden […]

A woman and a man look at a laptop together next to text that reads: Dont ask what people want. Design something worth working toward.

Article

The problem with money

If you’re driving to a business outcome, the question to consider could be, Think about the last time you were inspired. What did it feel like? Where were you? Can you remember any details? Inspiration creates a sense of urgency and excitement. It’s a hopeful state of possibility about the future. It’s emotional. Inspiration is […]

Five colorful backpacks—yellow, orange, blue, and red—are lined up on the ground against a dark, blurred background, suggesting a school or urban setting.

Article

How merchandise inspires action and strengthens brands

It’s important to take a strategic approach to merchandise and awards, ensuring that every award serves a purpose, reinforces action, tells a story, and creates lasting connections between the recipient and the brand. Incentives only work when they inspire action. Whether engaging employees, customers, or partners, the first question to ask is, “What’s in it […]